Richmond upon Thames Council's Policy and Performance Review Board has agreed to review the council's use of social media platforms, including X (formerly Twitter), in six months' time. The decision follows a discussion about the council's communications strategy during a meeting on Thursday, July 16, 2026.

Clara O'Connor, Director of Climate Change, Policy and Communications, presented an overview of the communications team's work, highlighting a significant increase in social media impressions and engagement across various channels. While Facebook remains the strongest platform, the effectiveness of X was debated. Councillors noted that X is now primarily used for emergency updates and larger news stories due to declining usage and resident concerns. The council is reducing its reliance on X for general communication because of declining usage and resident concerns .

The board heard that the council's communications team works with Westco Communications, a specialist public sector consultancy owned by Westminster Council. The council is in the first year of a two-year contract extension with Westco, which began on January 1st and runs until December 31st, 2027. While the cost of their services is not specified, it is noted that their contract value has not significantly increased over 10 years.

The team reported a 41% increase in social media impressions compared to the previous year and are exploring new channels like TikTok and increasing video content. The council is exploring new channels like TikTok as part of its social media and digital engagement strategy.

The effectiveness of platforms like X was debated, with a consensus that it is now used primarily for emergency updates and larger news stories due to declining usage and resident concerns. X is used for emergency updates when something happened in the middle of the night, you know, dare I say it, a burst water main or something like that, that we could communicate very rapidly . It is also used for cascading emergency communications from other agencies like the London Fire Brigade or the Met Police. The meeting states that X has seen overall numbers, you know, start to decline with lower usage , though specific data supporting this observation was not provided.

During the discussion, councillors raised questions about the council's social media strategy, including the filtering and response to comments on platforms like Facebook and X. The team confirmed that a close eye is kept on all comments, with dedicated officers monitoring digital channels. They also highlighted that trends and feedback from social media are used to inform council communications and that they are responsive throughout the day.

The council measures the impact of its communications through measurable outcomes and value for money . For example, the waste and recycling campaign demonstrated positive behaviour change, with a 526-tonne reduction in food waste in residual waste . The Smarter Homes Hub campaign saw a 758% increase in traffic month-on-month following a solar campaign , and Make My House Green... can directly correlate the communications that we have been doing with a significant uptake of Richmond residents inquiring about their services and taking up their services .

Screenshots showcasing the Richmond Smarter Homes Hub website and case studies featuring residents Juliet, Julia, and Steve.
Screenshots showcasing the Richmond Smarter Homes Hub website and case studies featuring residents Juliet, Julia, and Steve.

A banner for 'The Fixery' repair and reuse hub is displayed in front of a stone building.
A banner for 'The Fixery' repair and reuse hub is displayed in front of a stone building.

Signage for 'The Fixery', Richmond's repair and reuse hub, indicating directions and providing a QR code for more information.
Signage for 'The Fixery', Richmond's repair and reuse hub, indicating directions and providing a QR code for more information.

Organizational chart of the Richmond upon Thames Council's Communications Team, detailing FTE allocation across core and specialist roles, including the Film Office.
Organizational chart of the Richmond upon Thames Council's Communications Team, detailing FTE allocation across core and specialist roles, including the Film Office.

A diagram illustrating a six-stage cycle of communication planning, from inputs and outputs to outcomes and impact, with a central focus on continuous learning and innovation.
A diagram illustrating a six-stage cycle of communication planning, from inputs and outputs to outcomes and impact, with a central focus on continuous learning and innovation.

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